Promotional Practice Report
Objectives of the campaign
Promotional tools
Media used in the campaign
Promotional Campaign
Communication is as the passage of messages from the source, who is the sender, to the target who is the receiver. The sender encodes the information into symbols which are understandable by the receiver thus enabling decoding of the original message and giving of feedback. These symbols are to convey thoughts, and the required meaning between the sender and recipient and they include pictures, words and music. In marketing communication theory, the rationale behind marketing communication is the use of different modes to communicate. Each mode used has significance in capturing the recipient's attention. Note that, each recipient has a distinct mode through which to get information about a certain product. Therefore, the sender sends the same message via various routes with the explanation that, through these dissimilar paths, the meaning of the message is to be implicit ( Portugal, 2012, p. 212-234).
Costa Coffee is a multinational coffeehouse company with its headquarters in Dunstable, United Kingdom. It is the biggest coffee house in the UK and second-largest in the globe after Starbucks, by having 1,375 shops in the United Kingdom and 800 shops overseas. This report is about a promotional campaign by Costa Coffee promoting the Costa Coffee Christmas drinks and foods. This campaign aimed at promoting only seven Christmas drinks where a customer would buy any Medio Christmas drink and get one for free. The seven drinks in the range were Salted Caramel Latte, Praline & Cream Latte, Gingerbread Latte, Creme Brulee Latte, Brackforest Hot Chocolate, Frosted Mint Hot Chocolate and Honeycomb Chocolate.
Objectives of the campaign
For a successful promotional campaign, clear objectives need to be set to clarify on the expected results. They should also be specific, measurable, accurate, realistic and time bound. Costa Coffee Christmas drinks and food promotion campaign had set several objectives. Firstly, it aimed at increasing awareness of Costa Coffee products among its prospective customers. Secondly, the campaign aimed at widening the business' customer base by reaching more people who would be prospective consumers of the drinks. Thirdly, the campaign aimed at encouraging its customers to reinvest their dividend cash by buying more shares from the company. Finally, the campaign aimed at increasing sales by having a wide customer base.
Target Audience
Costa Coffee Christmas drinks and foods targeted students in universities, people in transport interchanges and workers and patients in hospitals. The reason behind this was these areas are always occupied, and they provide a wide market for the drinks. Also, these areas mostly the transport interchanges and universities have new people in some intervals. This allows Costa Coffee to be able to increase the awareness of its products.
Promotional tools
Advertising, for example, consumer advocacy
Sales promotion, for example, use of coupons
Public relations and publicity, for example, use of feature articles
Personal selling, for example, live interactions
Direct marketing, for example, use of the direct mail and emails
Media used in the campaign
Print media, for example, newspapers, magazines
Broadcast media, for example, television and radio
Display media, for example, billboards and signs
Electronic media, for example, internet, videotapes, audiotapes
In the Costa Coffee Christmas drinks and foods promotional campaign, several promotional tools and media were used to communicate with customers. Sales promotion was a promotional tool that was largely used by Costa Coffee. It is a process that persuades potential customers to buy a certain product. Sales promotion includes several methods, for example, money off coupons where customers use coupons that enable them to buy the product at a reduced price. Competition is another example of sales promotion where when the customers buy a product, they get a chance to participate in a chance to win a prize. Another example of sales promotion is the use of free gifts where a customer gets a free product on buying another product. In the Costa Coffee Christmas drinks and foods promotional campaign, sales promotion was used through the giving of money off coupons and free gifts. Vouchers were available on the internet, and a customer would use it to buy a drink and get one free. This thus brought about giving of gift where a customer got a free drink on buying one. The suitability of this promotional tool is that, it attracted many customers who would not afford two drinks and thus there was an increase in sales during the...
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